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Pitch Exclusive: Sumit Sahay to share Croma’s tech retailing strategy

11-October-2011
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Pitch Exclusive: Sumit Sahay to share Croma’s tech retailing strategy

The Indian retail sector is on a growth trajectory, driven by changing consumption patterns, fa-vourable demographics, expanding middle class and greater government support. Retailers are eagerly foraying into untapped avenues of Indian markets by making huge investment plans. One such example is Croma, which in its four years of existence, has become the leading large format CDIT retailer in the country and has been awarded the ‘Most Admired Retailer-CDIT’ for three successive years by the India Retail Forum. The retail chain has looked beyond price leadership and focused on delivering high quality shopping experience to the customers, which includes guided selling.

Sumit Sahay, Marketing Head, Infiniti Retail (Croma), will share Chroma’s tech retailing strategy at the Pitch CMO Summit 2011 in Mumbai on November 23. The theme for the Summit is ‘Indian Marketing: Breaking New Grounds’. The Summit will be held in three cities: Mumbai (November 21, 2011), Bangalore (November 23, 2011) and New Delhi (November 25, 2011). CEOs, CMOs and marketing heads of the best of the brands that are breaking new grounds will share detailed case-study presentations at the Summit.

Sahay has been with Croma since February 2007, when it had just one operational store. In the last four years, Sahay has driven the expansion for the chain to its current status of 66 stores and a 2010-11 turnover of Rs 1,549 crore.

Sahay said, “The quality of consumer’s shopping experience in the store and beyond has emerged as the single biggest driver for sustained preference. Our experience validates that initiatives such as guided selling, easy navigation, consumer led merchandising principles and experiential activities like workshops and demonstration get consumers back to the store repeatedly.”

Other key speakers participating in the Summit include Chander Mohan Sethi, CMD, Reckitt Benckiser (Keynote Speaker); Anuradha Aggarwal, VP-Brand Communication and Insights, Vodafone Essar; Jawed Habib, CMD, Jawed Habib Hair and Beauty; Krishnadeep Baruah, Di-rector - Marketing, RIM India (BlackBerry); and Lutz Kothe, Head of Marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, among others.

Watch this space for more.

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